Presentation of vegan identity in advertising posters: The PETA example

Veganism is a diet, lifestyle and an element of identity that dates back to ancient times and has been practiced for different reasons since the beginning of some major religions. With the development of globalization and communication technologies, easily accessible information has triggered individual and social change, and has been effective in the spread of vegan thought in recent years. In the thesis titled "Presentation of Vegan Identity in Advertising Posters: The PETA Example", researches were conducted on the concepts of identity and representation and the manifestations of vegan identity. Examples of identity representations in traditional media, social media and advertising are presented. Identity representation in advertisements is presented directly or indirectly by addressing a dominant feature of the advertised product. As in all areas of advertising, while determining the strategy in vegan advertising campaigns, the prejudices of the anti-vegan target audience are determined and these prejudices are tried to be ended. PETA organization, which has made a name for itself with its activities around the world, was chosen as a study sample as an institution with a high steering power. The vegan identity presentations on PETA advertising posters were examined, and it was examined in which aspect it dominated veganism and wanted to direct the society. The images in the poster designs consisting of various sign units were evaluated in terms of semiotics. As a result of the studies, it has been seen that the idea of veganism has created a social impact on the target audience and succeeded in reaching a more widespread audience by using the advertising instruments effectively in the modern world.